Marketing & Advertising Glossary

Content creators with 10,000–100,000 followers who build engaged communities. They offer authentic brand partnerships at lower costs than macro-influencers.

Advertisement placed in the middle of a podcast episode, typically between 15-60 seconds. Mid-roll ads reach engaged listeners at optimal attention points durin

Midjourney is an AI tool that generates high-quality images from text descriptions, widely used by marketers for creative asset production.

Techniques that reduce website file sizes by removing unnecessary code and combining files, improving load speeds and user experience.

Ofcom's limit on the amount of advertising airtime broadcasters can transmit per hour, set to protect viewers from excessive commercial breaks on UK television.

A neural network architecture that routes different inputs to specialized sub-networks (experts) for improved efficiency and performance.

Advertising displayed on vehicles that move through populated areas, providing dynamic, high-reach out-of-home exposure across UK cities and towns.

A design approach that prioritises mobile devices as the primary platform, building websites and landing pages from mobile upwards rather than adapting desktop

Estimated conversions attributed to touchpoints where direct measurement isn't possible, using statistical models to fill data gaps.

Pricing structure for print advertising where mono (black & white) rates are lower than full colour rates, reflecting production costs and perceived premium val

Audio targeting that places ads based on listener mood, emotional state, or contextual listening situation rather than demographics alone.

A method that credits multiple touchpoints across a customer's journey rather than attributing all credit to a single interaction, providing a more accurate vie

AI systems that process and understand multiple types of data (text, images, video, audio) simultaneously to make informed decisions.

Advertising across multiple cinema screens or multiplex venues simultaneously, reaching audiences at scale across different locations and showtimes.

Paid content designed to blend seamlessly with publication content, matching the form and function of the platform where it appears.

Paid content in print publications designed to match journalistic style, blending advertising with journalism to engage readers naturally.

Natural Language Processing (NLP) is AI technology that enables machines to understand, interpret, and generate human language for targeted advertising and customer insights.

Words or phrases you exclude from your Google Ads campaigns to prevent ads showing for irrelevant searches, improving ROI and reducing wasted spend.

The number of copies of a publication actually distributed and read, excluding returns and unsold copies. A key metric for calculating print media reach.

Net Coverage (OOH) measures the percentage of a target audience reached by an out-of-home campaign at least once, excluding duplicated exposures across multiple

A neural network is a machine learning system inspired by the human brain that learns patterns from data to make predictions and decisions.

Off-page SEO encompasses strategies outside your website that improve search rankings, primarily through backlinks, brand mentions, and social signals.

On-page SEO optimises individual web pages to rank higher in search results through content, HTML elements, and technical improvements.

The date a print publication becomes available for public purchase at newsagents, supermarkets and other retail outlets.

Open rate measures emails delivered and read; click rate measures links actually clicked. Both gauge campaign engagement differently.

Open-source AI refers to artificial intelligence models and tools with publicly available code that anyone can use, modify, and distribute freely.

The number of times an individual has a chance to see an out-of-home advertisement during a specific campaign period or timeframe.

Optimised CPT (Cost Per Thousand) is a TV pricing model where advertisers pay based on actual viewership data rather than standard rate cards, enabling more eff

The number of people who see your social media content without paid promotion. Organic reach depends on algorithm engagement, follower count, and content qualit

Orphan pages are web pages with no internal links pointing to them, making them difficult for search engines to discover and users to navigate to.